Twenty-five years ago the station unleashed a new age – and Richard Keys – on the nation but it may now be time for some fresh thinking about football TV

A quarter of a century has passed since ITV offered the new-fangled Premier League an outlandish £262m for the rights to continue producing Elton Welsby vehicle The Match. At which point agitated Spurs owner and set-top-box mogul Alan Sugar nipped out of the negotiating room, bellowed “Blow them aht the water!” into a nearby payphone, a Sky apparatchik appeared in a puff of smoke carrying an extra £42m, and Super Sunday became a thing. All together now: “Here we go! Hee-ee-eere we go! Here we go, here we go, here we go, here we go, this is it!”